Standing Out From AI: Why Humanizing B2B Marketing Is Key In 2023
By Lane Ellis
How can B2B marketers craft content that truly stands out from the growing volume of information that may be touched more by artificial intelligence (AI) than human hands?
Faced with increasing automation from ChatGPT and other AI-infused tools, B2B marketers are seeing human touch-points taking on greater importance, as they become a key differentiator in 2023.
When used as a tool that is only one part of a broad strategy, ChatGPT and other AI technology offer B2B marketers certain advantages — as we explored recently in “The Prompt Whisperer: ChatGPT’s Rising Reach In B2B Marketing & The AI Revolution,” however big questions and challenges arise when human elements are excluded.
Through the lens of intelligence, relevance, and humanization, let’s take a look at some of the areas where B2B marketers can emphasize and differentiate with those human touch-points and human-to-human relationships that AI content alone can’t outdo.
1 — Humanize By Forging New B2B Relationships
The global market for AI is growing rapidly, and forecasts predict even greater adoption of the technology in coming years, with estimates from Technavio showing growth by $125.3 billion through 2027, with year-over-year growth in 2023 expected to rise by 20.48 percent.
Faced with the growth of AI, savvy B2B marketers can create content that sets brands apart by focusing on people over pixels, and one great way to accentuate this is through forging new relationships.
With distrust of brands and advertising at all time highs, human-to-human connections and networks of people are more important than ever for B2B marketers.
Finding the time to network is also a challenge as expectations of marketers to do more with less persists, heightened by rising economic concerns. So just how can marketers create new professional connections that endure and strengthen their existing business relationships?
With ostensibly more ways than ever to find new connections both online and off, the task can at times seem overwhelming.
Luckily, by setting specific goals and putting a clear strategy in place to achieve them, marketers can start truly tapping into the power of building new connections and making them — along with existing ones — stand the test of time.
We take a detailed journey of professional network expansion and look at how we can elevate both current and newfound business relationships in our “Enduring Engagement: 5 Easy Ways To Build New B2B Marketing Connections & Make Them Last.”
2 — Level Up By Strengthening Existing B2B Relationships
While building new relationships is a fundamental part of B2B marketing that AI can’t match, the power of strengthening and building on existing partnerships shouldn’t be overlooked.
Some of the largest firms in the world are struggling to adapt to the warp-speed change that ChatGPT and other AI technologies have brought.
Google recently shared new insight into its AI roadmap, in “Why we focus on AI (and to what end),” …read more
Source:: Top Rank Blog
